Mara Dettmann

Greater London, England, United Kingdom Contact Info
2K followers 500+ connections

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About

I develop ideas that make an impact. Currently as UK Strategy Director with Laundry…

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Experience & Education

  • Laundry Service

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Licenses & Certifications

Volunteer Experience

  • Trustee

    Halstead School PTA

    - 3 years 7 months

    Social Services

    I was a Trustee of the Halstead School and co-managed the Halstead Parents Business Directory.

    The Halstead Parents Business Directory is a showcase platform for entrepreneur parents and local businesses; an overview of local service providers for parents; and a way to raise funds for the PTA. It's especially helpful for parents who are starting new businesses after changing careers or returning to work after being focused on childcare for a while.

    In terms of key updates for the…

    I was a Trustee of the Halstead School and co-managed the Halstead Parents Business Directory.

    The Halstead Parents Business Directory is a showcase platform for entrepreneur parents and local businesses; an overview of local service providers for parents; and a way to raise funds for the PTA. It's especially helpful for parents who are starting new businesses after changing careers or returning to work after being focused on childcare for a while.

    In terms of key updates for the 2018 edition, I built a website to move the directory online (it was sent out as a PDF before) and moved the admin to the Cloud to increase visibility for all stakeholders, and worked with the PTA itself to keep everything visible and on track.

Projects

  • Voice of the Checkout

    -

    2023 CANNES BRONZE WINNER!

    The task: How can we launch Tesco on TikTok with a blast?

    We looked at what people were already saying about Tesco on TikTok – and discovered a lot of existing love for Tesco Clubcard. Especially around the magic phrase you hear when you scan your Clubcard for discounts: ‘Clubcard accepted’.

    So we opened auditions to discover the next voice of Tesco checkouts. The host? A talking checkout (vocal talents courtesy of the current voice of the Tesco…

    2023 CANNES BRONZE WINNER!

    The task: How can we launch Tesco on TikTok with a blast?

    We looked at what people were already saying about Tesco on TikTok – and discovered a lot of existing love for Tesco Clubcard. Especially around the magic phrase you hear when you scan your Clubcard for discounts: ‘Clubcard accepted’.

    So we opened auditions to discover the next voice of Tesco checkouts. The host? A talking checkout (vocal talents courtesy of the current voice of the Tesco checkout). Using TikTok Duets, the checkout interviewed applicants to present their own take on the iconic script.

    As video views climbed and initial entries started to pour in, regional publishers picked up the story. By the end of the week, Voice of the Checkout had made headlines across national publishers including the Daily Mail and LadBible as well as the advertising press.

    Best of all, people across the UK genuinely loved Voice of the Checkout: thousands entered, and even more talked about it on online spaces including TikTok, Twitter, LinkedIn, and Reddit.

    The competition ran for ten days; the ultimate winner was chosen later in October 2022, with their voice uploaded to checkouts across the country in November.

    Results

    During the 10 days the casting call was live:

    - 42 million video views for the campaign hashtag

    - 'Trending on TikTok' 10 days straight

    - Coverage in national publications including The Daily Mail, Sun, Mirror, and LadBible, and international publishers including The Times Nigeria

    - AdAge Editor's Pick

    In terms of brand metrics, the campaign drove:

    - 12% shift in awareness = ~850k users impacted

    - 4% shift for likelihood to recommend Tesco Clubcard = ~280k users impacted

    - Winner of the 2022 UK TikTok Awards

    See project

Honors & Awards

  • Best Creative - 2022 UK TikTok Awards

    TikTok

    Tesco Voice of the Checkout won Best Creative at the 2022 UK TikTok Awards!

  • 2021 Marketing Week Masters (now: Marketing Week Awards)

    Marketing Week

    Category:
    Multichannel (focus on social & digital)
    (Shortlisted for social)

    Campaigns: Tesco's 2020 Christmas campaign

  • 2020 Marketing Week Masters (now: Marketing Week Awards)

    Marketing Week

    Winning categories: Social media and multichannel marketing
    https://www.marketingweek.com/masters-awards-tesco-social-drive-emotional-resonance/
    https://www.marketingweek.com/masters-awards-tesco-won-nervous-shoppers/

    Campaigns: Tesco's 2019 Centenary ("100 Years of Tesco – Prices that take you back')

  • RAR Digital Award for Social

    Recommended Agency Register

    Recognising the social media work my team delivers for Something Big's clients.

  • RAR Digital Award for Social

    Recommended Agency Register

    Recognising the social media work my team delivers for Something Big's clients.

  • B2B Marketing Award for 'Best Use of Social Media'

    B2B Marketing

    For the campaign ‘Leading the export conversation online’ for DHL Express UK.

Languages

  • German

    Native or bilingual proficiency

  • French

    Limited working proficiency

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